One study found astounding results about websites and trust.
It turns out that 98% of people distrust the Internet.
Building on that was the finding that 56% of those people fear that information online is outdated and 53% feel that it’s too self-promotional. Another 45% felt unease because they weren’t familiar with the website they were visiting.
It seems that our human nature kicks in online. Humans are naturally wary of new situations, it seems, where danger might be right around the corner. And that makes sense because the Internet can present some scary situations.
As a business with a website you’re already fighting an uphill battle. 2% of the people that visit your site won’t distrust you no matter what you do, but you have the rest that will be wary of your site unless you make it more trustworthy.
Why make a website more trustworthy?
When people don’t trust something they stay away. Obviously you want to attract visitors, not turn them away.
And when people don’t trust you they won’t buy from you. Obviously that’s not the goal.
So how do you make your website more trustworthy?
Here are some good tips.
1. Upgrade Your Design
A study from awhile back asked people why they distrusted a website. 94% of respondents said their wariness was attributed to the website’s design.
The design of your website can cause wariness in a few ways. It can look old, like it was one of the first websites on the Internet. It can look gaudy, like a used car sales lot where it seems the seller is going to do whatever it takes to get your money. It can have misinformation, like stock photos of people that don’t really work for the organization.
These and many other instances of poor website design can make people question whether or not they should do business with you.
Start by looking at websites you admire. Look for the attributes that make you feel comfortable on the site. Build those attributes into your own website.
And never treat your site as if it’s “done“. Always keep a regular schedule where you’re auditing the site, making tweaks to the design and also updating the content for accuracy.
2. Content
I put design first because I really believe that design makes the first impression. And that’s so critical in life including with a website. You can be a great person, but if you’re dressed in a way that turns people off you’re going to struggle to connect. People have to make snap judgments and looks are a big part of snap judgments.
Once we get past the design then we get to the content. Good people still make friends if they can get someone past the way they look and into the heart of their soul. Think of the content on your website as the soul of your body. It’s what’s inside that counts.
Content that is confusing, misleading and off-putting will turn people away from your website.
Something people often find with their website is that it’s a challenge to write the content. You wouldn’t think it would be true, but it’s hard to put into simple words who you are, what you offer your customers and how you do it.
But that’s really a good way to think about your website. Answer the basics:
- What
- How
- Who
- Why
- Where
That’s also the order I find that a new visitor will want to gather information. They’re first interested in what you’re offering them. Then they’re curious about your process. But they also want to know who you are. They deal with your brand or business, but they want to know the people behind it. They also want to know why you do what you do. And they are often curious about where you are.
3. Proof
Ok, you can make claims about what you offer and how well you do what you do, but people often need more. They want proof that you can deliver. Proof often comes in the form of a recommendation from someone they already know and trust. But it can also come from any person. The more people that seem to trust you and your business and your website the more likely it will be for someone new to trust you.
Some of the ways you can prove that you’re trustworthy include:
- Testimonials
- Case Studies
- Awards
- Recommendations
- Reviews
More websites are including these items because they work to establish trust. A potential customer might give you a shot if you’re just starting out, but you’ll struggle until you reach a point where you can show that others have trusted you in the past.
Another little side note here is social media. It seems that if you’re active on a social media channel, with engagement and interaction with others, that people will trust you and your brand more. They like to see activity and the more interactive you are the more a person is willing to trust you. According to research, social media allows others to get to know your personality and that can lead to trust building.
Conclusion
If you’re frustrated with the effectiveness of your website it’s probably an issue of trust. Be honest with yourself and look at your homepage. Would you trust your company? It might be time to look at your site and find ways to make it more trustworthy. You probably are a trustworthy person and business. But unless you’re able to communicate that on your website you’ll be missing out on opportunity. Use the tips above to help you get started. Making a few changes can go a long way to making your website work for you so you can grow your company.
